The moment you land on a website, you have about 3-5 seconds to decide whether you want to continue browsing or return to your search engine. Those few seconds are the most crucial moments for any business, organization or group. If you canâ€™t snag the consumer or viewer, then there goes potential interest and business.
So, what is it that snags them in just a few seconds? Well, itâ€™s a mix of several components: web design, graphic design and content. For this post, I will focus directly on the content aspect because every site has content, but only the great sites have focused and specialized content that turns viewers into consumers of products and services.
What is Content Marketing?
This portion is what people around the web and business world call content marketing. You market your business through the content you write, display and circulate. If the content is subpar, scrappy or poorly written, then people will notice and they will turn away. Iâ€™ve written some awful copy and wondered why no one stuck around to read it. They did not because it was garbage. People are not looking for garbage. Theyâ€™re looking to meet their needs and wants, hit the gold mine and trade their money for your service or product.
Youâ€™re business is specific in some regard. Whether youâ€™re selling vitamins for women or menâ€™s shoes, you have a distinct market. Know that market and channel your content optimization energy toward them. Donâ€™t generalize the content you write for people who â€œmightâ€ purchase what you offer. Be specific and market for those consumers you know are searching and willing to buy what you offer. Know your specific market, market to them (even if itâ€™s a small margin) and stick to it. You will have more returns if you specialize your content rather than generalize.
â€œMeet their needs”…
establish this after you establish your target market.
Youâ€™re in business to provide some service or product. Why do people need what you offer? Consumers who come to you with interestâ€¦what are their needs? When a consumer has a need (such as buying a new car), then they have a desire to fulfill that need (purchasing a car). As the business/supplier, you connect those two.
Through the content you write, provide examples of how your business provides the means to an end. Show your consumer how you will fulfill their needs and wants. In journalism, which Iâ€™m currently studying, and in other writing disciplines, there is a phrase that says, â€œShow, Donâ€™t Tell.â€ I emphasis this point because showing your consumer how you can fulfill their need is more important than telling them. Showing involves much more than tellingâ€”it involves brainstorming, strategies and effort to effectively show your consumers, through content, how you can fulfill them.
To recap:Â Know your target market, make sure you specialize your content toward that market, understand their needs and how you fulfill them, and spend time working with your content before you publish it. Make sure you show consumers something, not just tell them. Anyone can tell anyone something. The winners can show.Â
Trent is a writer/marketer for Genesis Net Development, helping clients develop a web presence. Trent is also studying in the field of journalism.